Loyalty is dead. Long live loyalty: How brands can go further

Liam Hamill
Strategy Director

Overcoming loyalty-fatigue means thinking far deeper than a card and some points. To cut through, companies can’t just treat it as an afterthought or add-on.

For any loyalty proposition to be truly meaningful it must completely redefine the nature of the relationship between company and consumer, offering a better, more innovative way to shop, explore and be inspired.

As our work with M&S shows, companies that are willing to embrace new technologies, channels and reward mechanisms will capture the imagination of a society drowning in plastic cards and stamp coupons.

It means thinking differently, more broadly, taking learnings from other industries and being willing to embrace risk. Yes, consumers demand simplicity, but they also crave a sense of progression, challenge and achievement. Balancing the two is key and this is where Sparks stands above and beyond.

Yes, consumers demand simplicity, but they also crave a sense of progression, challenge and achievement…. From Nike+ to Fitbit, we’ve seen how gamification mechanics can change behaviour and create loyal communities

From Nike+ to Fitbit, we’ve seen how gamification mechanics can change behaviour and create loyal communities. With Sparks, M&S is adopting similar methods to inspire the retail consumer like no other major high street retailer.

By visualising progression in creative and interesting ways, structuring levels in attainable increments, rewarding members for non-purchase based interactions and a host of other elements, Sparks offers a novel and empowering experience. One that is far more layered than a simple spend-reward structure.

The data M&S captures from its customers will only make the experience richer and more rewarding, as the company begins to learn habits and make suggestions based upon personal details and lifestyle, not generic segments.

The more people give, the more they get. And when the value exchange is clear, the barriers to sharing information are removed.

By building the club in a fully omnichannel way, Sparks becomes each and every member’s personal gateway into getting the most out of their M&S. An entirely new way to shop and navigate the offer.

So don’t think loyalty, think about creating a relationship that gets better and deeper over time. That’s what next-generation looks like.